Monday, February 11, 2013

The Makers Mark Contraversy

By now you all know that Makers has announced its effectively watering down its bourbon to meet demand. Now granted... its certainly not watering it down much... but never the less... the No Compromise Distillery certainly appears to have compromised.

I though I would share Bill Samuel's explanation. The following came from an email sent from Rob Samuels. Rob's personal response may be shared here at some later point.... it may not. no promises.

Anyway.... here's Bill's message:

Thank you for taking the time to share your thoughts regarding our recent announcement. We always appreciate open and honest conversation about Maker’s Mark, and we’ve gotten plenty of feedback, both supportive and otherwise. In order to respond to everybody quickly, please allow me to offer several thoughts that might answer most of the questions we’re hearing. And by the way, I asked Rob if I could write this response since many people have wondered if I’m on board with the decision to lower the alcohol-by-volume (ABV) level. I am, and here’s why. First, it’s important to understand that our primary focus now and for the past 50 years hasn’t changed. It’s product quality and consistency, batch-to-batch, year-to-year, with the primary measure of that consistency being the unique Maker’s Mark taste profile. That’s all that truly matters in the end.Since we’re a one-brand company that’s never purchased bourbon from other distillers when supplies are short, forecasting is very difficult. Over the years, our one variable that helps us avoid market shortages has been the age of the whisky in the Maker’s bottle. That range is between five years nine months and seven years. Because Maker’s Mark is aged to taste, Dad never put a specific age statement on the bottle. It wasn’t the age that mattered; it was the taste, the quality and the consistency. Some people are asking why we didn’t just raise the price if demand is an issue. We don’t want to price Maker’s Mark out of reach. Dad’s intention when he created this brand was to make good-tasting bourbon accessible and to bring more fans into the fold, not to make it exclusive. And, with regard to the price, the value of Maker’s Mark isn’t set by alcohol volume. It’s about the quality of the recipe and ingredients that go into it, all the handcrafting that goes into the production and how it tastes. Some of you have questioned how we reduce the alcohol content. The fact is, other than barrel-strength bourbons, all bourbons are cut with water to achieve the desired proof for bottling. This is a natural step in the bourbon-making process. Maker’s Mark has always been made this way and will continue to be made this way.As we looked at potential solutions to address the shortage, we agreed again that the most important thing was whether it tastes the same. The distillery made up different batches that Rob and I tested every evening over the course of a month. Every batch at 42% ABV had the same taste profile that we’ve always had. Then, we validated our own tastings with structured consumer research and the Tasting Panel at the distillery, who all agreed: there’s no difference in the taste. For those of you who have questioned if the supply problem is real, I can assure you that it is. While not every part of the country has seen shortages yet, many have, and the demand is continuing to grow at a pace we’ve never before experienced. While we are investing today to expand capacity for the future, by producing 42% ABV Maker’s Mark we’ll be able to better meet our ongoing supply issues without compromising the taste. Ultimately, all I can ask is that you reserve judgment until you actually taste the whisky, like I did. If you can make it down to the distillery, we’re doing tastings every day with the 42% ABV whisky to give you a first-hand opportunity to try it for yourself. If you can’t make it to the distillery, please give it a try when it gets to your city. And please write me back at that point. I want to hear what you think. In the meantime, I can’t thank you enough for taking the time to write. It shows that you care about Maker’s Mark, and that’s what we’ve been striving for over the past 50 years. I hope you’ll give us the chance to continue earning that devotion and allow us to prove that we didn’t screw up your whisky. All the best.Sincerely,Bill SamuelsChairman Emeritus,Ambassador-at-Large
UPDATE: Just spoke to WhiskeyGirl who happens to be playing snow bunny out in Wyoming. She reports there is no Makers Mark to be found out there... the stores can't keep it on the shelves. The shortage is real folks.

Egads. First the Pope, and now I'm schooling Nate on Maker's Mark. Truly the end is nigh: "Maker's Mark is unusual in that no rye is used as part of the mash. Instead red winter wheat is used, along with corn (the predominant grain) and malted barley". (Wiki)

During times like these, I'm glad I'm predominantly a gin drinker. Beefeater!

This could really be a public relations nightmare for MM, especially with all the other good bourbons that have been hitting the market. I tried it first on Nate's recommendation some years back and found it excellent. Now it make end up on the shelf with Jack and Jim... a middle of the road consumer brand.

FYI Lulabelle, on the subjects of A, T, & F, I learned to never ever consult with any other source than Nate. Always check with him first. If he doesn't know, he will be the first to admit it. That is why he can be reasonably trusted.

Thanks Susan.I sort of already knew that since I've been reading Vox for 7+ years; then wandered over here in the past 5 or so. Just recently have emerged to comment more.Which reminds me.......Nate.....whatever happened to Winston Webb?

Athor Pel:Moscato? That grape is the kool-aid of wines.......very sweet - at least to my palate. I guess from here you go to Reisling. The whites will be sweeter than the red varietals (except for red mixes "table wines" or "sweet wines"). So, run through the whites first....after Reisling, go for Chardonnay........I'll vote for Kenwood Jackson chardonnay......I've found it to be most consistent in taste across years. After the whites, start with the reds.

I was raised in a dry county, and the home I was raised in was also dry.

I had too many relatives end up destroying their lives with booze for my Father to feel any comfort having alcohol in the house. So the only alcohol in the house on even a semi-regular basis was used in cooking, usually rum in desserts.

I was 21 before I began trying out various things at the liquor store and even then only infrequently.

Therefore to me dry wines taste vile, no matter the quality as determined by oenophiles.

Susan, the white merlot is a good suggestion. And so was Bogle. I'm sorry, but in my mind instead of saying "Turning Leaf"......I say "Turning Stomach". I feel the same about Clois Du Bois. Ugh. Maybe I just got a bad year (those 4 or 5 times I tried it). Lately, I've been somewhat obsessed with a red sweet wine (California) called Arrow Creek. Very good for a cheap wine.